Don’t look now, but it is that time of year again. Time to take a look back and see what worked, what didn’t, and what to do about it.
Now, as you know, you can’t figure out what’s next until you figure what happened, so let me ask you this;
- Did you spend the same, less or more on marketing this year?
- Do you KNOW what worked? What didn’t?
- What is your conversion ratio and has it improved over last year or gone down?
- What is the economy like in your neck of the woods?
Do yourself a favor and get the answers to those questions before you keep reading, that way, you will have the info you need to fill in the blanks.
Most of the consulting I do with clients could almost be therapy. I ask the questions, but it gives clients a chance to come clean and just say, “I don’t know” or “I’m not sure” and “how do we fix this?”
When we get to that point, we are making headway because you can’t fix what you don’t know is broken.
I ask a lot of questions, I mean a lot, and I do a lot of listening. Many times, the client doesn’t have the answer I need at their fingertips. They are usually too busy out running their business, meeting payroll, hitting the supply house before going to the job site. Basically, grinding it out to keep all the balls in the air.
For that reason, I’ve come up with a cheat sheet for your to use to self-diagnose your situation.
Number One – What is your offer?
1. What inside your offer makes people choose you versus the competition? Here’s a hint…do not say price, quality craftsmanship or good customer service. Everyone is expecting that, time to dig a little.
2. What actions are you asking your prospects to take with your marketing? Call you, come into your showroom or send you an email?
3. How is your competition taking business away from you?
4. How do you track your advertising’s effectiveness?
5. Are you limiting your best customer profile to home value or income?
Number Two – Let’s talk about your value
1. By providing value (not financially), you get to earn your margins and keep your prices steady. That’s why targeting a very specific buyer is key. Only then will you avoid having to get into price wars with marginal prospects.
2. What add-on’s or upgrades or cross-sells do you have that separate you from the others? Sometimes, these are the one-betters that give you a leg up.
3. Finally, you need to be able to answer this question; what is the biggest benefit customers gain by doing business with you?
Having answers to the above questions will set you head and shoulders above most of your competition. Think I’m bullshitting? Just ask some of the guys down at the supply house.
If you are the DIY type, you can use my construction marketing plan post as a guide. If you still want to do it yourself but need some help, then maybe we can spend some time working through it together. So check out what a construction marketing consultant does, then check out the construction marketing services we can use to work together and let’s get to work.